What’s Your “Special Sauce”?

March 27, 2013

Daily Read – What’s Your “Special Sauce”?

Every company has to figure out the niche they should be exploiting, the belief, attitude, or trait that sets the business apart from its competition; the special sauce to your burger. The most successful businesses define what sets them apart–almost to the point of obsession. Here’s a couple of things to keep in mind while finding your companies niche – traits that make you unique:

Don’t Invent – Innovate. When McDonald’s popularized the term “special sauce” for its Big Mac some 40 years ago, the hamburger chain didn’t reveal what was in the sauce. No matter. It was different than everyone else’s ketchup and mustard and that’s what was important. Figure out what your special sauce is and then put all your energy into improving what that something is.

Think Apple. Once you figure it out, your focus has to be relentless on those things you say you are. You must define what makes you stand out from your competitors. It can’t just be a slogan. It must be your singular devotion. Invest all your resources to exploit whatever that is. Think like Apple, there is a reason people are willing to stand in line for the next Apple product launch. Figure out what makes you different and deliver that promise.